Search engine optimization (SEO) is the process of affecting the visibility of a website in a search engine's especially unpaid results. In general, the earlier and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users.

As the internet evolves over the time, it also showed impressive progression about the changes in user behavior about how, why and what they search for. This creates a continuous battle of how/why search engines prefer to represent information and creates a wide array of variations for SEO team to focus on.

One of the key impression with SEO, it is ever changing landscape. With this notion Atish Narlawar talks with David Sosnowski, a technologist, Group Director of Marketing at Huge.

They start the discussion by going through the ever-changing landscape of SEO. David explains even through SEO are changing fast to adapt the users and SEO analysts also needs to evolve over the period but the fundamental SEO principles have remained same even in 2015. He explains the core fundamentals user signals like bounce rate, ATOS (average time on site), ATOP (average time on page), conversion rate, click throughs which still be effective to guide SEO strategies.

With stressing Links and URLS as the most important factor, the discussion outlines few simpler and effective steps for any SEO strategy,

Understand the areas of improving indexation of the site through using Google Webmaster tools.

Task the SEO and technology teams to enhance coding elements.

Work with content teams to make sure expected voice matches how audience is searching through keyword research.

Monitor links coming into the site with tools like h-refs and teach your content, communication and social teams on the importance of links.

To deal with high volume CMS based website (For eg. a website with 70,000 pages) he recommends to focus first on categorization and second to rely heavily on google analytics based on understanding what is happening not just reporting numbers.

David shares the insights about how to keep and stay ahead in SEO Learning curve. Heclears the misconception revolves around redirects 401, add notes to the security and keyword selections. David recognizes the importance of Machine learning through the introduction of Google ‘RankBrain’ and explains SEO is turning to be a team work with co-ordination with other disciplines like UX and Products.

The discussion concludes with the mantra that SEO is no different, and definitely, it's not a rocket science. He recommends coming up with the roadmap of “Do, Report, Understand, Do.”